At fashion week, everyone dresses for the entrance. But what if the look had to last forever? What would your final fit say about you? That was the question that VML Singapore and LUX brought to the red carpet by putting Singapore’s best-dressed attendees on the spot with one deliberately provocative question, “Would you be caught dead in this? And I mean, literally,” and birthed the campaign, #LUXMyWill, encouraging women to own how they wish to be remembered.
Set against the lights, cameras and front-row glamour of Singapore’s first Orchard Road Fashion Week, the #LUXMyWill activation took the viral trend, #BuryMeInThis, the internet’s fascination with the “final fit” offline.
Attendees were put on the spot to consider what their chosen looks said about them. Is this just a great look for tonight, or does it capture something about how you would want to be remembered? The answers captured the mix of humour and self-expression #LuxMyWill represents. When asked “Would you be buried in this?”, one attendee commented, “For sure! Get me the casket.” For others, the choice was more personal. One guest said she would happily be buried in an outfit “created by my friends and family,” while another revealed she already has her final look waiting at home: “I actually have a final day outfit already, sitting at home in a dust bag labelled ‘when I die’. It’s a beautiful Lolito dress I’ve dreamed of my whole life.”
The question went beyond what people were wearing. It explored what the way we choose to present ourselves says about who we are, and how we want that version of ourselves to be remembered mirroring the evolution of #BuryMeInThis, that started as a playful trend online and has become a conversation about legacy, self-expression, and making an unforgettable final statement that celebrates beauty.
The wider #LUXMyWill campaign has already generated significant momentum online. Its first digital wave featured 22 creators, generating 2.5 million views and 106,000 engagements, with an average engagement rate of 4.24%. Since launch, LUX has also recorded a 5M+ uplift in conversation around #BuryMeInThis. The campaign’s initial brand video reached 373,000 people in three days, generating 36,000 engagements and a 9.6% engagement rate.
The activation aims to underline LUX’s belief that beauty is never subtle or secondary; it’s a woman’s starring role, her ultimate declaration of power, and her most radiant expression of self. The choices women make about how they present themselves are not just about appearances, but about identity, confidence and the story they want to tell about themselves.
“Beauty has always been a powerful form of self-expression. Today, women are taking that further – not waiting for occasions, but becoming them,” stated Judy Zu, global brand director, LUX. “This trend showed us that when a woman chooses how she wants to be remembered, it’s not frivolous – it’s a statement of identity. We wanted to give that statement the recognition it deserves.”
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